Integrated Predictive Experience Management Framework (IPEMF) for Improving Customer Experience: In the Era of Digital Transformation

Introduction

Digital Transformation occupies a central place in modernisation strategies of every enterprise. The authors would suggest putting driving customer experience (CX) at the center stage of any digital transformation. Pine et al. (1999) have convincingly argued that the ability to generate and increase revenue is directly dependent on the ability of the enterprise to deliver memorable quality experiences to customers.

Analyst and enterprises define CX in many ways. Wikipedia (https://www.forrester.com/staticassets/glossary.html#heading-c). Davidson et al. (1997) describes CX as a method of creating a differential advantage for establishing customer loyalty. Pine et al. (1999) defined experience as events that engage individuals in a personal way; whereas Barlow et al. (2000) have taken an experience economy centric view and state that customers always expect a positive, emotional and memorable experience at every touchpoint or transaction they perform with an enterprise Oh et al. (2007) define experiences as, enjoyable, engaging, memorable encounters for those consuming these events. Andre (2007) defines customer experience as the internal and subjective response customers have to any direct (e.g. purchase of service or product) or indirect contact (e.g. word-of-mouth recommendations) with an enterprise. Ghose (2007) has defined CX as a total interpretation of the interaction of a user with a particular brand. In summary, customer experience is a cumulation of many experiences along with a personal and subjective assessment of a product or a service.